Unruly launches new video lab to help advertisers survive ad blocking phenomenon
A new survey from the tech company has found that 90 per cent of US consumers would consider using ad blocking software in the future because they think there are too many ads (59 per cent), they are sick of seeing the same ad (52 per cent) and they find ads which “follow them” around the web “creepy” (59 per cent).
The results highlight the growing issues faced by advertisers who are struggling to engage their target audiences online. A recent YouGov survey found that trust in advertising is at an all-time low, and McKinsey has cited that word of mouth is still the primary factor behind 20-50 per cent of all purchasing decisions.
To help advertisers deal with the rise in ad blocking, the company has launched the Unruly Future Video Lab at its New York City office, ahead of Advertising Week. The Unruly Future Video Lab provides brands and agencies with an interactive overview of the online video ecosystem, customised real-time data for brands and agencies and best practices on how to use targeting and distribution strategies to cut through the clutter and deliver ads that beat the ad blockers and earn consumer attention.
“Our Lab addresses some of the huge challenges facing the ad industry right now. There is so much video content being pumped out by brands into people’s newsfeeds and social feeds, it’s no wonder that people are feeling overwhelmed,” said Unruly’s US President Richard Kosinski. “We’re hurtling towards an ‘ad-pocalypse’, where there’s a risk that internet users will abandon advertising if brands abuse their relationship with consumers. But we are not there yet. We launched the Unruly Future Video Lab to help advertisers reconnect with their target audiences and restore this trust.”
Unruly co-founder and Co-CEO Sarah Wood said: “The key to reconnecting with consumers is to forge an authentic, emotional connection, and make advertising a more collaborative experience. The data in the Future Video Lab, helps brands to power up their video content and ensure their video distribution strategy doesn’t alienate the very audience they’re trying to attract.
“The digital video advertising landscape has evolved so rapidly – with viewability, mobile audience data and ad avoidance all becoming critical pain points – that we saw an urgent need to help our clients future-proof their digital video advertising strategies.”
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